Month: April 2014

How to Use Social Media Buttons to Your Company’s Advantage

Social media can be a valuable tool for promoting your marketing content. However, with all the social media networks out there, it can be difficult to distinguish various social media buttons and how they function.
 
At xAmplifier, we want to make sure you amplify your X-factor by properly boosting social media campaigns to reach your target demographics. We recently covered which social media sites you should use to communicate with your target customers. This time around, we’ll help you understand the differences between the social media buttons for the top five networks (Twitter, Facebook, LinkedIn, Google+, and Pinterest).
 
Follow Buttons
                 

Twitter: Follow button Facebook: Follow (formerly Subscribe) button, Like box LinkedIn: Follow Company plug-in, Company Profile plug-in Google+: Follow button Pinterest: Follow button
 

Follow buttons help you to boost your business’ social media presence and in turn amplify your X-factor, by generating fans and followers for various social media accounts. By placing Follow buttons on your business’ website, you can create visibility and better reach your target customers. While you can place Follow buttons anywhere on your site, it’s best to at least put them on your main homepage, “About Us” page, and sidebar.
 
While most networks simply offer a Follow button to generate a social media presence, Facebook provides both a Follow button and a Like box. While the Follow button allows customers to subscribe to the company’s updates, the Like box simply indicates the customers’ support of the company’s page.
 
LinkedIn also promotes its page with two Follow buttons, a Follow Company plug-in and a Company Profile plug-in. The LinkedIn Follow Company plug-in makes it easier for visitors to follow your company page on LinkedIn, whereas LinkedIn’s more robust Company Profile plug-in allows customers to both follow your company and view a company overview, including summary, location, logo, and number of employees.
 
Share Buttons
                 

Twitter: Tweet/Share button, “Tweet This” anchor text links Facebook: Send button, Share anchor text links LinkedIn: Share button Google+: Share button Pinterest: Pin It button

 
Share links and buttons appropriately enable your customers to easily share your content with their own social media connections. Adding Share buttons to your content allow you to extend your reach to new audiences and generate new customers. To effectively utilize Share links and buttons, you should add them to every single piece of content you create, including landing pages, web pages, individual articles and email content.
 
Twitter offers both a Tweet/Share button and “Tweet This” anchor text links. Customers can easily share content, from articles to landing pages, with their connections on Twitter, using the Tweet/Share button, while “Tweet This” anchor text links allows your company to pre-populate specific Twitter messages for customers to share.
 
The Facebook Send button enables customers to share content with specific friends, whereas Share anchor text links encourage customers to share specific images within a post. Great for visual content, Pinterest’s Pin It button allows customers to share your images and infographics on Pinterest and expand their reach.
 

Like Buttons

                                  

Facebook: Like button LinkedIn: Product Recommend button Google+: +1 button

 
Much like the Share button, the Like button allow companies to expand their reach to new audiences. Customers can Like content on your company’s sites and in turn, share it on their social media networks. You should implement Like buttons on every piece of content you create to ensure a wide reach to your target demographics.
 
For example, Facebook’s Like button, distinct from the Like box, enable customers to easily give your company’s content a virtual thumbs up. By clicking the Like button, the content also appears on the customer’s Facebook Timeline and in their friends’ News Feeds with a link back to your content, whether it’s an article or a landing page.
 
Similarly, LinkedIn’s Product Recommend button gives your customers the opportunity to recommend your company’s specific products and services. Marketers can choose to showcase the number of customers who have recommended the product on the website button to leverage their social reach. You should place these buttons on the product pages of your company’s site for maximum efficacy.
 
The buttons and strategies discussed above should boost customer interaction on most relevant social media sites, but you may want to refine your tactics to target specific demographics or take advantage of specialized features on a particular platform. If you’re interested in learning more about xAmplifier’s digital reputation and amplification methodology, tools, or consulting services, contact us today atsales@xamplifier.com or 866-363-6434.

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Examining the Differences between Relationship and Transactional Net Promoter Score®

In a recent newsletter2, we explained Net Promoter Score® (NPS®) and how you can use it to measure, and improve, your customers’ satisfaction with your business. This time around we’re going to examine two different kinds of NPS® — transactional and relationship — and the advantages and drawbacks to each. We do this with the goal of showing you how to best implement NPS® tracking into your company’s strategy.

Relationship vs. Transactional

Relationship NPS® (or RNPS®) asks a typical NPS® question about your overall relationship to a business. An example would be “How likely are you to recommend Company X to a friend or colleague on a scale of 0 to 10?” This gauges your customer’s feelings on the business based on all of your past experiences with it and impressions of it. These questions are asked of all customers (or a selected subset – not just the most recent ones) at a regular interval, such as quarterly or annually.

Transactional NPS® (or TNPS®), by contrast, deals with the customer’s feelings immediately after an interaction with a business. An example of a question that measures TNPS® is “Based on your recent purchase, how likely are you to recommend Company Y to a friend or colleague?” These questions are used to elicit customer feedback immediately following (or at different points during) an interaction.

Advantages

The biggest advantage of RNPS® is that it allows you to compare your business’s performance to that of others in your industry. This gives you a tangible way to see how you stack up to the competition. It also allows you to measure your customers’ satisfaction after they’ve had more time to use your product or experience your service long-term. It gives you a regular performance benchmark track over time so you can tell when to grow (increasing or consistently high scores) or cut back (dropping scores may be a sign of overextending your business).

TNPS® has several advantages. It allows you to get customers’ opinions when their interactions with you are fresh in their minds and they can provide more specific, detailed information. It also solicits their opinions at the time when they are most likely to have undergone a shift in opinion about your business (this is most likely to occur as a result of direct experience with your business). This makes TNPS® more actionable: it allows you to find out what caused a customer’s change of opinion and either reinforce it (for a positive shift) or address the reasons for it (to prevent a negative one from solidifying).

TNPS® can serve as a diagnostic for finding specific elements of your product or service that need to be improved. Moreover, it also gives you the chance to address negative customer experiences and recover those customers before they leave you, spread negative opinions to their networks, or both.

Disadvantages

RNPS® can result in lower response rates and less specific, actionable data. TNPS® runs the risk of over-surveying; if you solicit opinions from customers at every step of the way, they may become annoyed and less likely to provide feedback. TNPS® is also less useful for making comparisons to other companies, but even with RNPS® reliable data for such comparisons can be difficult to come by.

What is the Optimal Strategy?

At xAmplifier, we favor a largely TNPS®-based approach that also mixes in an RNPS® element down the road, to compare customers’ initial impressions to their opinions after a certain amount of time has passed. This gives you immediate, actionable touchpoints (via xAmplifier’s Action Item Alerts) after customer interactions while also measuring long-term customer satisfaction. A blending of the two strategies allows you to gain the benefits of both while mitigating the drawbacks that each has on its own.

If you’re interested in learning more about xAmplifier’s NPS® strategy, you can contact us at sales@xamplifier.com or 866-363-6434.

1 Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
2 https://xamplifier.wordpress.com/2014/03/24/how-to-boost-your-business-with-net-promoter-score/